The Influences of Brand Fit on Brand Valuation, Brand Identity, and Purchase Intentions: Using the Advertising Sponsor of the Chinese Professional Baseball League as Example

• Main Authors: WU,SANG-RONG, 吳三榮
• Other Authors: CHEN,CHIN-YEU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ja2y77

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 105 === This study aims to investigate the effects of brand fit on brand valuation, brand identity and purchase intentions. Since many previous studies related to sport sponsors have focused on corporate image, they generally ignored the effects of advertisement. The current study focuses on exploring the effects of brand fit for sports events and advertising sponsors’ products image, and selects the advertising sponsors of Chinese Professional Baseball League (CPBL) as research targets. A web questionnaire survey on the audiences of baseball events is conducted to collect data. The proposed hypotheses are tested to verify the influences of brand fit and analyze the direct and indirect effects among variables. The results reveal that brand fit has significant positive effects both on brand valuation and brand identity. Brand valuation and brand identity have partial mediating effects between brand fit and purchase intentions. Besides, comparing the effects of brand fit on brand evaluation, brand identity and purchase intention, the result shows that high brand fit has a higher influence than low band fit. Similarly, the mediating effects for high brand fit are more significant than low brand fit. Finally, the managerial implications and research contribution are discussed, and the suggestions for further research are proposed.